Chadwick's

Using promotions excessively can be like dealing with the devil. Promote too much, and you not only give customers the impression that you’re an off-price bargain house, but also your profit margins can tumble. One of the livelier sessions held during the New England Mail Order Association (NEMOA) conference in late September was a staged debate in which panelists and audience members argued about the need for catalog promotions. To fuel the fire, response data from a recent Mokrynskidirect catalog client survey was thrown into the mix for each issue tackled. The debate brought out some issues for all to ponder. Below, are the

EVP, Boston Apparel Group, © Profile of Success, Catalog Success magazine, June 2006 Interview by Matt Griffin Catalog Success: How many catalogs are in the Boston Apparel Group? Christophe Gaigneux: In the Boston Apparel Group we have four catalogs, we have Chadwick's, the Lerner catalog, or Metrostyle, because we're changing the name this year, and we have Jessica London. And all three of these are located in the Boston area. And we have La Redoute, which is a French brand that we also have in the U.S. CS: When was that group established? CG: As it is today? We just changed the setup a